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Can a name be too telegraphic?

by ryan • September 12

We talk a lot about brands that instantly communicate their promise in that split second at purchase. Names, in particular, should be easy to understand, pronounce and quickly communicate what the product is or does. However, people are driven by emotions, desires and tastes.

Foodtown’s private label packaging has adopted a simple descriptor system that allows them to ape the big brand competitors and steal share in the very competitive cereal category. But . . . Crispy Hexagons, really? Did the legal team name these? Even the proudest geeks amongst us aren’t keen to nibble on anything called a Crispy Hexagon. Any other examples you’ve seen of taking telegraphic too far?